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Weekend Box Office Friday Box Office Analysis (8/8)
by Lee Tistaert

Well, the decision of putting Freaky Friday over S.W.A.T. this weekend (at the box office) was a move I figured I could be crucified for if I was wrong. Debuting with thunderous results, the ensemble cop movie lured in $13.5 million, on route to a weekend gross that might struggle to edge $40 million.

With a great teaser trailer, great poster, good tagline, and a good cast, S.W.A.T. evidently proved the numerous theories wrong this weekend about whether or not another action movie would serve at the box office. The flick's opening day tally neared Daredevil (also starring Colin Farrell) at $15.3 million and $4,330 per-screen), as well as Blade 2 ($12.0 million - $4,416 per-screen), and even eclipsed Minority Report's $11.7 million ($3,887 per-screen) with that film's sizzling ad-campaign.

The mention of "From the Producers of Fast and the Furious and XXX" likely paid off with the majority of moviegoers, with S.W.A.T. offering a cast that could reach out to numerous ethnic backgrounds. For the weekend, the Sony action flick may battle with a second day decline if opening night was frontloaded, but either way, a tally in the region of $35 - 39 million seems likely.

After a strong Wednesday debut that proved the magical beauty of Disney marketing, Freaky Friday came in with a very delightful $7.9 million ($2,659 per-screen) on Friday, adding its three day total to $18.8 million. The Friday tally was similar to Dr. Dolittle 2's opening day ($8.5 million - $2,776 per-screen), but didn't surpass Disney's own Princess Diaries ($8.3 million - $3,272 per-screen). With fun reviews and great word of mouth, Freaky Friday should be headed for a weekend gross of $22 - 24 million.


S.W.A.T. Total US Box Office: $116.750000 million (All-Time: 569)

Lee's Review: What could?ve been a high adrenaline roller-coaster ride is instead a very tame and run of the mill cop movie. [ C ]
Gareth's Review: Moves at a nice pace and contains a nice blend of action and comedy. [ B- ]
Craig's Review: The type of genuinely exciting action movie we?ve been waiting for. [ B+ ]
Visitor Rating Average: B- (73 votes)
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